Clear space
Keep a margin of empty space around the logo, with no text, graphics or edges inside it. More space is always better.
Resources
Toolkits & Branding
Shaping our identity
A guide to consistent, impactful brand expression
The official TradeMark Africa logo and graphics standards manual can be downloaded from the blue buttons below. The graphics standards manual is a practical set of guidelines to help you translate the TradeMark Africa (TMA) focus and values into communications that help our audiences understand what we do.
Logo suite Logo usage Colours Typography Donor & partner logos Brand manual Photography
The logo
Our mark, in every setting
The logo combines the map of Africa with an adopted figure inside a circle, representing the unity of the continent working collectively toward prosperity, with criss-crossed lines for its trade corridors. Always reproduce it from the master artwork below.
Full colour
Default. Use on white and light backgrounds.
Reversed (white)
For navy, photographic and dark backgrounds.
On light tint
Keep clear space and contrast on tinted panels.
Using the logo well
Clear space, sizing and misuse
Minimum size
Full logo: 20 mm in print or 60 px on screen. App icon or favicon: 32 x 32 px. Below this, legibility breaks down.
One unit
Resize the whole logo diagonally as a single unit so proportions are never distorted.
Do
- Always reproduce the logo from the approved master artwork.
- Resize the whole logo as one unit, diagonally, to keep its proportions.
- Keep the minimum clear space around the logo free of text and graphics.
- Respect the minimum size: 20 mm / 60 px for the full logo; 32 x 32 px for an app icon or favicon.
- Use the symbol alone only where other cues already identify the brand.
- Reproduce the logo only in the approved brand colours.
Don't
- Do not stretch, distort or rotate the logo, or resize width and height independently.
- Do not recolour the logo or introduce unapproved colours into the palette.
- Do not separate the tagline: "Growing Prosperity Through Trade" is inseparable from the mark.
- Do not add shadows, glows, outlines or other effects.
- Do not place the logo on busy or low-contrast backgrounds where it loses legibility.
- Do not recreate the lettering in a substitute typeface.
Colour
The brand palette
Blue leads with the strongest presence; green, red and yellow balance and energise it; grey serves as a neutral secondary. Tints at 80/60/40/20% opacity extend each colour. Click any value to copy it. Don’t introduce colours outside this system.
TMA Blue
Primary: the dominant brand colour
- RGB
- CMYK
- Pantone
TMA Green
Balance: complements the map
- RGB
- CMYK
- Pantone
TMA Red
Accent: gives space to elements
- RGB
- CMYK
- Pantone
TMA Yellow
Activity: encourages interaction
- RGB
- CMYK
- Pantone
TMA Grey
Secondary: neutral
- RGB
- CMYK
- Pantone
Typography
One typeface, one voice
Montserrat carries the TMA identity across the website and digital media. Used consistently, at every weight, it keeps our communications clean, legible and unmistakably ours. Sizes follow a golden-ratio scale (×1.618). Don’t use unapproved fonts.
Aa
Montserrat
Primary typeface, web and digitalHigh legibility at small sizes for the website, digital media and PowerPoint templates. Headlines at 40 pt or more, text at 32 pt or more; don’t centre body copy.
Light 300
Growing prosperity
Regular 400
Growing prosperity
Medium 500
Growing prosperity
SemiBold 600
Growing prosperity
Bold 700
Growing prosperity
Acknowledging partners
Donor & partner logos
Our work is delivered with donors and implementing partners. When you acknowledge them, use the official donor logo strip and keep it intact; it is never altered.
Do
- Surround the donor logo strip with a minimum of 1 cm clear space on all sides.
- Keep 1 cm between each donor logo, and 1 cm between the logos and the grey strip.
- Never alter the strip: do not stretch it sideways or vertically.
- Do not interchange the logos, add special effects, or introduce other backgrounds.
The full reference
Brand guidelines & strategy
The complete Brand Visual Identity manual covers everything on this page in depth: brand architecture, tone of voice, logo application on images, templates and social media sizes. Pair it with our current strategy for the story behind the brand.
Photography
Images with impact
Our photography is real, human and grounded in the work: traders, borders, ports and the people behind trade. Choose bright, authentic images with clear focal points, and keep the logo in a high-contrast area with its clear space intact.
People and moments
Trade infrastructure
Trade in motion
